TECHNOLOGY AWARDS
ponsored by BSI
Mercedes-Benz Pre-Safe

MOTOR CYCLE INDUSTRY AWARD
Sponsored by The Motor Cycle Industry Association
Transport for London

EDUCATION & TRAINING AWARD
Sponsored by Wincanton plc
Bruton School For Girls

FLEET SERVICE AWARD
Sponsored by Roxby Media
LARSOA CD – Driving Your Business Risk Down

SPECIAL AWARDS
PRISMO
Lancashire Speed Awareness Course
LARSOA – For My Girlfriend
TNT Express and BT with IDS
DBDA
Arriva Passenger Services
Drug Driving – You’d Be Off Your Head

INTERNATIONAL AWARDS
EuroRAP
TENIX Solutions and Astucia (UK)
The World Report on Road Traffic
Injury Prevention

COMMENDATIONS
Dorset Police – A37 Campaign
Cheshire Constabulary – Constable Martin Clarke
Pampers
Cheshire CC – The Zone cycling magazine
Lancashire – Right Start
Essex County Council – Share the Road
Warwickshire Road Safety Unit – Live and Dangerous

TECHNOLOGY AWARD
Sponsored by BSIA
road-based or vehicle-based innovation that is considered to have significant merit

Mercedes–Benz Pre-Safe
Research shows that in two-thirds of accidents, the actual impact is preceded by a detectable event, such as braking or skidding, which can last for several seconds. The challenge for the designers was to find what could be done in this time to maximise driver and passenger protection. The answer is Pre-Safe, which has made its debut in the revised Mercedes-Benz S-Class. This innovative system provides automatic extra-preventative tensioning of the front seatbelts and the return of the passenger seats to a safer position during an emergency braking or skid. In addition, if the sensors detect the risk of rolling, they will also automatically close the sunroof. All seats, other than the rear-centre seat, are fitted with three-point seatbelts with high-performance belt tensioners and force limiters that take up slack on detection of a collision, and then yield to prevent the pressure becoming excessive.
Website: www.mercedes-benz.co.uk


MOTOR CYCLE INDUSTRY AWARD
Sponsored by The Motor Cycle Industry Association
For an outstanding innovation or initiative that has made a significant contribution to motor cycle safety

Transport for London
In Greater London, some 20% of all crashes involve injury to motorcyclists – a rate of 88 Powered Two Wheeler (PTW)-user casualties per 100,000 Greater London population. This is almost double the national rate. Transport for London has developed a “package” approach to the problem. At the core of this is a working group with representatives from the police, motorcycling organisations and the London Boroughs. Initiatives include:

• BikeSafe London – Strategic activity, funding and publicity
• Motorcycle Safety Publicity – TV and cinema advertising, “postcards”
• The Motorcycle Working Group – Working with police, boroughs, industry and users to investigate and develop road safety initiatives

Websites: www.bike-safe.london.co.ukwww.tfl.gov.uk/streets/roadsafety
E-mail: janetkirrage@streetmanagement.org.uk


EDUCATION & TRAINING AWARD
Sponsored by Wincanton plc
A scheme consisted under the Improved Public Education category, which is considered by the judges to have significant merit

Bruton School For Girls
Bruton College is the sixth form section of Bruton School for Girls, an independent girls’ school in Somerset. For five years, the school has had its own qualified independent driving instructor as a full time member of staff. Within his department, he introduces driver education into the sixth form curriculum, teaching not only the practical elements of driving, but also delivering a programme of classroom-based lessons on crime prevention and responsibility – the aim being to develop responsible attitudes among the pupils.

Contact Mike McDouall 07900 408738
Website: www.brutonschool.co.uk
E-mail: mmcdouall@brutonschool.co.uk



FLEET SERVICE AWARD
Sponsored by Roxby Media
For a fleet operator or supplier to fleets that demonstrates an outstanding service, dedication or innovative product or service that will enhance fleet safety

LARSOA CD – Driving Your Business Risk Down
The hard work, skill and expertise of a small group of LARSOA members, working for local authorities in East Anglia, put together this imaginative and easy-to-use CD ROM. It aims to reduce road accident casualties by encouraging organisations to develop policies and good practice to improve the road safety of employees who drive as part of their working day. Nearly 3,000 copies have been snapped up by local authorities, businesses and other commercial organisations. The CD ROM was the result of several months of hard work by a small team of road safety officers in the eastern counties, with technical assistance from Stennik, a Norfolk-based communications and marketing company.
Contact: Steve Whitehouse 0151 934 4231
E-mail: steve.whitehouse@technical.sefton.gov.uk
Website: www.larsoa.org.uk


SPECIAL AWARDS

PRISMO
Prismo is a dedicated and innovative developer and manufacturer of products that are specifically designed to reduce road accidents and help save lives. Prismo is highlighting this continuing need with a broad-spread initiative that lies at the core of the business’s philosophy – “Helping You Save Lives”. This initiative is a complete overview of how rural and urban areas can be made safer and more attractive. It includes the design and construction of Home Zones, where urban streets are reclaimed from motorists and returned to the residents, and Safer Routes to Schools, where alternatives to the “school run” are promoted, such as cycling or walking.
Contact: Will Dunnett
01904 713708
Website: www.prismo.co.uk


Lancashire Speed Awareness Course
The Lancashire County Council Speed Awareness Course first came into operation in June 2001. Since then over 27,000 have attended. It is offered as an alternative to a fine and penalty points for speeding. Designed by the Road Safety Group the course is managed and administered and run on behalf of Lancashire Constabulary. On average, over a thousand clients per month take up the course. Each course, which is of approximately six hours duration, includes both classroom-based activities and in-car training.Our judges have recommended it
as an ideal model to be adopted across the country.
Contact: Christine Gibson
01772 534525
Website: www.lancashire.gov.uk/environment/roadsafety/sac.asp


LARSOA – For My Girlfriend
The “For My Girlfriend” (FMG) campaign confronts a young male driver with the prospect of killing his girlfriend, who is travelling as a passenger in the car he is driving too fast.FMG was launched in February 2002 – in the run up to Valentine’s Day. The image of a red rose on a crashed car dovetailed beautifully with this most romantic time of year.The four-minute film is a teaching resource – ideal for stimulating discussion among teenagers about this difficult topic. The direct mail campaign continued throughout 2003, backed by telephone canvassing towards the end of the year. By November, the number of postcards in circulation had risen to in excess of 350,000.
Contact: Nick Rawlings
01379 650112
E-mail: nrawlings@stennik.com
Website: www.fmg.org.uk


TNT Express and BT with IDS
International courier company TNT Express has joined forces with Interactive Driving Systems (IDS) – a provider of global fleet risk management solutions – to develop and evolve the tailored internet-based programme of driver assessment (RoadRISK), training (One More Second), feedback and monitoring (Management Information).Meanwhile, telecoms giant BT and IDS have undertaken a range of initiatives on fleet safety, based on the Haddon Matrix framework of management culture, journeys, road/site environment, people, vehicles and society/community.Central to its success has been the internet-based programme of driver assessment, training and monitoring for BT drivers, “Starting Point” and “One More Second”, which demonstrates a genuine commitment to road safety improvement.
Contact: Will Murray 07713 415454


DBDA
DBDA is a unique commercial company that, since its beginnings 20 years ago, has been firmly and deeply committed to the road safety cause. Its work, expertise and products have been utilised throughout the UK by road safety practitioners, parents and carers, educationalists, children, road safety and health improvement organisations, and so on. It has consistently supported most main road safety organisations. Examples of DBDA’s innovation include:

• Hard-hitting exhibitions, posters and leaflets for motorcyclists
• The Essex award-winning Seat belt campaign in the 1980s (creating massive five metre high by 20 metre wide backdrops – mostly painted by hand)
• Innovative videos and teachers notes in 1980s and early 1990s for Road Safety Officers Films Committee
• The initial Grass Routes programmes for the RAC
• It was one of the first organisations to recognise and harness the potential of Theatre in Education as a road safety tool

Contact: Amie 0870 333 7771
Website: www.dbda.co.uk


Arriva Passenger Services
Arriva Passenger Services (APS) Ltd has introduced a wide-scale research programme, aimed at reducing bus accident rates, based at Cranfield University. APS is a major player in passenger services, with a fleet of over 6,000 buses. Its core strategy is to improve safety and it invests to help to support the government’s road safety strategy to significantly reduce accident rates by 2010. The four-year research programme started in September 2001 by emplying three full-time psychologists. The research is groundbreaking and innovative in its focus on improving health and safety as part of Arriva’s internal programme of cultural change.
Contact: Lisa Dawn
01234 750 111 ext 5232


Drug Driving – You’d Be Off Your Head
The north east anti-drug drive initiative “Drug Driving – You’d Be Off Your Head” is backed by a consortium of regional road safety officers, drug action teams and north east police forces. The campaign uses radio adverts to highlight genuine case studies of people whose lives have been adversely affected by drug driving. Posters and bus backs are also displayed throughout the region. The Northumberland drug action team spent much time getting the messages right for this campaign and evaluating it effectively. The evaluation shows that it has had a quantifiable impact, countering the incidences of accidents involving drug driving, and making a positive impact on peoples’ driving behaviour.
Contact: Jan Deans 01383 741532
Website: www.drugdriving.com



INTERNATIONAL AWARDS

EuroRAPEuroRap is the sister programme to EuroNCAP. Its aim is to provide a safety rating for roads across Europe. This will generate consumer information for the public and give roads engineers and planners vital benchmarking information to show them how well, or badly, their roads are performing.The primary objectives of EuroRAP are to:

• Reduce death and serious injury on European roads through a programme of systematic testing of risk that identifies major safety shortcomings, which can be addressed by practical road improvement measures
• Ensure assessment of risk lies at the heart of any strategic decisions on route improvements, crash protection and standards of route management

Contact: John Dawson 01252 700960
Website: www.eurorap.org/about/who_we_are.htm


TENIX Solutions and Astucia (UK)
Established in 1998, Tenix Solutions is a renowned international provider of fully-integrated traffic and parking management enforcement solutions. Astucia (UK) Ltd, meanwhile, is the world market leader in design and development of Intelligent Road Studs (IRS). In January 2003, Tenix Solutions and Astucia signed a Memorandum of Understanding to jointly develop camera and detection technologies to enhance road safety and traffic management, including for the use of speed enforcement. This resulted in the Intelligent Road Stud technology development and introduction. The product supplied by Astucia is fully supported by the back office processing capability of Tenix Solutions. Combining the capabilities of the two companies strengthens the focus on road safety.
E-mail: Catherine.mcdonald@tenix.com
Websites: www.astucia.co.uk
www.tenix.com


The World Report on Road Traffic Injury Prevention
Launched in April 2004 to mark World Health Day, the World Report on Road Traffic Injury Prevention issued by the World Health Organization (WHO) and the World Bank drew public attention to this significant issue. It underscores their concern that unsafe road traffic systems are seriously harming global public health and development. It contends that the level of road traffic injury is unacceptable and largely avoidable.Around the globe, hundreds of organisations hosted events to help raise awareness about road traffic injuries, their grave consequences and enormous costs to society. For the first time in the history of the World Health Organisation, World Health Day was devoted to road safety. The slogan for the day was “Road Safety is No Accident.”
Website: www.who.int/world-health-day/2004



COMMENDATIONS

Dorset Police – A37 Campaign
The Dorset County Council Road Safety Team, Dorset Police Road Policing Unit and the Dorset Safety Camera Partnership have organised a successful joint agency road safety initiative focusing on the A37 trunk.Following a series of serious injuries and road deaths during 2002/2003, the joint agency Tasking and Co-ordinating Group (TCG) developed a proactive initiative to tackle the high number of serious injuries and road deaths on the A37 Dorchester to Yeovil Road.Through the effects of education, engineering and enforcement the number of serious injuries and road deaths on the A37 during 2003/04 were dramatically reduced from 12 in 2002/03 to three in 2003/04 – a reduction of 75%. The number of people who were killed or seriously injured also fell 70% from 17 casualties in 2002/03 to five in 2003/04.
Contact: Pam Williams
01305 223682


Cheshire Constabulary –
Constable Martin Clarke
Constable Clarke has been instrumental in setting up road safety educational programmes since 1987. He instigated the funding of a new road safety trailer. In 2002, together with the Cheshire Fire Service in Winsford, the Mersyside Ambulance and the Countess of Chester Hospital, the Drive Alive initiative was formed.1,300 young people have attended Drive Alive, part of which is a mock collision scene.


Pampers
“Pampers Fit Stop” was initially launched in 2002, in conjunction with child car-seat manufacturer Britax and the Royal Society for the Prevention of Accidents (RoSPA), to build awareness of child car-seat safety. With a continual flux of new parents, Pampers identified an on-going need to build awareness of child car-seat safety.During the last two years, safety checks have been carried out at more than 150 supermarket car parks, on over 6,800 car seats. A branded people carrier was parked next to a Formula 1 style “Fit Stop” area. The Fit Stop team wore racing style overalls and invited parents to drive into the area for a child car-seat check. This innovative means of executing the event ensured it was an enjoyable experience for children and welcoming for parents.
Contact: Jane Orme 01244 615716


Cheshire CC –
The Zone cycling magazine
The Zone is a magazine in cartoon format aimed at 12-year-olds. It is 24 pages of A4 in bright colours in an extremely interesting format. Pages include articles on servicing your bike, spot the faults, reflective clothing, types of helmets, danger zones, what signs mean, different crossings, planning your route, cycling skills and being a bike boffin.
Contact: Justine Hart 01244 603131


Lancashire – Right Start
Right Start is a child-centred education programme pioneered by Lancashire County Council’s Road Safety Group to encourage primary age school children to develop the traffic awareness and pedestrian skills that they will need for their own safety, as they grow older. The programme was developed as a result of research by Dr J Thompson, which found that practical training methods – in which children receive guided experience of solving traffic problems in realistic traffic situations – are among the most effective in improving children’s pedestrian competence.
Contact: Christine Gibson
01772 534525
Website: www.lancashire.gov.uk/environment/roadsafety/sac.asp


Essex County Council – Share the Road
Essex County Council Road Safety Team has developed and introduced a new road safety campaign, “Share the Road”, aimed at promoting common sense and courtesy on the road.The intention was to develop an umbrella campaign to cover all road users, encouraging them to behave with consideration toward each other in a unified effort to reduce road accidents – to “share the road”.The aspirations were to:

• Appeal to a wide age range of road users throughout the county
• Raise awareness of road safety issues and courteous behaviour in an innovative and positive way
• Make bullying or aggressive behaviour unacceptable
• Make each road user group aware of how their actions affect their own safety and the safety of others

Contact: Kate Brimley 01245 437781


Warwickshire Road
Safety Unit – Live and Dangerous
Live and Dangerous is an annual, open-air, three-day road safety event developed as part of an educational strategy to supplement the work of road safety education officers in the county. It is offered free of charge to Year 6 pupils attending primary schools and independent schools in Warwickshire. The event – which has been running since 1999 – has gradually evolved and improved and now has an excellent reputation both with local teachers and other agencies such as Warwickshire Police and Warwickshire Fire & Rescue.Since 1999, the number of KSI’s in this age group have reduced from 26 to 18 in 2003, and from 318 to 238 of the total number of child casualties. Teachers believe that the event is now focusing on the appropriate message for pupils at this stage of their schooling.
Contact: Stan Milewski: 01926 412449